How a top-of-funnel content experiment led to a strategy rehaul
Top-of-funnel (TOF) advertising creates brand awareness and educates customers, but it doesn’t necessarily drive sales. As a result, it’s often difficult for B2C marketers to see a significant ROI. With shorter sales cycles, many B2C marketers usually try to go right for the sale rather than taking the time to nurture their leads.
However, some brands are trying to maximize their top-of-funnel marketing. Several marketers in the direct-to-consumer (DTC) space are reimagining what top of funnel ad content should look like, experimenting with user-generated content (UGC) along with their ... (Read more)